In truth, there are 1000s of articles, guides, and tutorials published about SEO every year. Most of these guides are either very introductory or broad, or go to the opposite end of the spectrum and cover a very specific topic.事實上，每年有1000多篇關(guān)于SEO的文章，指南和教程。這些指南中大多數(shù)要么是介紹性的要么是寬泛的，或者是涵蓋一個非常具體的主題。

Virtually none show you how to rank a webpage, start-to-finish.幾乎沒有人向你展示如何從頭到尾對網(wǎng)頁進行排名。

What's needed is a guide or blueprint. To be helpful, we need a?step-by-step checklist?for ranking a page starting from an idea, all the way to traffic pouring into your Google Analytics account.我們需要的是一個藍圖，一個分步清單幫助我們將一個頁面從開始的一個想法到大量流量涌入我們的谷歌分析賬號。

This is that checklist. 這就是那個清單。

It’s meant as a?framework?for newer SEOs to build their own work on top of. This basic process has helped, in one form or another, 1000s of pages and upwards to millions of keywords to gain higher rankings.這是針對初級SEO的一個框架，幫助他們構(gòu)建自己的工作。這個基本程序以一種又一種形式幫助數(shù)以千計頁面的關(guān)鍵詞獲取更高的排名。

Think of it as an intermediate SEO instruction manual, for beginners.將其視為初學者的SEO說明指南。

• Level: Beginner to Intermediate 級別：初級到中級

• Timeframe: 2 to 12 Weeks 時間：2到12周

• What you need to know: This checklist assumes you have at least a basic understanding of SEO. You can write a title tag, know what a rel=canonical is, and maybe you've even built a link or two. 你需要明白：清單假設您有最基本的SEO了解，你可以寫標題標簽，知道什么是rel=canonical,或者你已經(jīng)建立了一兩個鏈接。

• Here's How To Rank On Google in 2021:2021年如何在谷歌上排名

1. Working Smarter, Not Harder? ?聰明的工作，而不是辛苦工作

2. Start With A Mighty Seed

3. List It Out: Dream Your Keyword Theme

4. Leverage The Competition

5. Finding Diamonds in the Google Rough

6. Creating Value

7. Detect Intent: Form & Function

8. Be The Last Click

9. Why Completeness Beats Length

10. Smart Topic Modeling (Without A Computer)

11. E-A-T Your Authority
    

12. CTR Starts Here: Be The First Click

13. On-Page: Master the Basics

14. Schema All The Things

15. Make it Fast, Make it Sing

16. Over-Optimization: Titles, URLs, Stuffing, and Links
    

17. Internal Links, Relevance, & User Engagement

18. Linking Internally for the Reasonable Surfer

19. Content Hubs & Category Pages
    

20. The 50/50 Rule of Link Building

21. Don't Create Content Until You Do This First

22. The Easiest Shortcut to Good Links

23. Tentpole & Flywheels: Link Building on AutoPilot

24. A World of Link Building Tactics

25. Keep It Fresh: Links, Content, & Engagement

Tips to Keep In Mind: 記住這幾點：

1. There are 100s of ways to rank a page in Google, from simply sharing an article on Twitter, to scoring a link from the New York Times.?This guide represents only one possible process. 有數(shù)百種方法可以在谷歌里排名，從分享文章到twitter,到在紐約時報上獲取鏈接，本指南只代表其中一種可能的過程。

2. This checklist is meant as an?

3. Many other experienced SEOs?have their own processes for ranking for desired keywords. Choose carefully who you listen to, and seek out their advice whenever you can. 許多其他有經(jīng)驗的SEO都有自己的流程獲取關(guān)鍵詞排名，仔細選擇你要聽得，并盡可能尋求他們的建議。

   
   

1. Working Smarter, Not Harder 聰明的工作，而不是辛苦的工作

Here's the secret about this SEO process: we don't want to rank for a single keyword, we want to rank for?hundreds?or?thousands?of keywords at the same time.?We can do this with the exact same amount of work.這里是關(guān)于SEO過程的一個秘密：我們不想要做單獨一個關(guān)鍵詞的排名，我們想要同時為數(shù)以百計或者數(shù)以千計的關(guān)鍵詞排名。我們可以用完全相同的工作量做到這一點。

Smarter, not harder.更聰明，而不是更難

The magic happens when starting with keyword research. Choosing the right (or wrong) keywords to target at this stage can predict our entire probability of success.當開始研究關(guān)鍵詞時，魔法就發(fā)生了。選擇對的（而不是）關(guān)鍵詞可以預測我們成功的所有概率。

Starting out, you probably have a guess which keywords you want to rank for,?but are they the right ones? The biggest mistakes people make at this stage of keyword research are:一開始，你可能已經(jīng)猜到要為哪些關(guān)鍵詞排名，但是他們是對的那個嗎？人們在關(guān)鍵詞研究這個階段，犯得最大的錯誤是：

1. Choosing keywords that?aren't specific enough 選擇的關(guān)鍵詞不夠具體

2. Choosing keywords with?too much competition 選擇的關(guān)鍵詞競爭太激烈

3. Keywords?without enough traffic 關(guān)鍵詞沒有足夠的流量

4. Keywords?not relevant to your business 關(guān)鍵詞與你的業(yè)務無關(guān)

5. Trying to rank for a?single keyword at a time嘗試一次對單個關(guān)鍵詞排名

By far, the biggest mistake is trying to rank for a single keyword at a time. People search for the same things in very different ways. Or they search in?very specific ways. This represents the long tail of keyword research, and it can represent up to 80% of all search traffic. 到目前為止，最大的錯誤是嘗試給單個關(guān)鍵詞排名。人們以截然不同的方式搜索相同的事物，或者用非常具體的方式進行搜索。這表示長尾關(guān)鍵詞色搜索，它占有所有搜索量的80%。

You want to capture as much of that long tail as possible, while doing the same amount of work. 你希望在做相同數(shù)量的工作時，盡可能多的捕獲長尾詞。

Think of it as the difference between fishing with a spear, versus fishing with a net. Fishing with a spear, we might capture a single fish - or none at all if we miss. But fishing with a net might catch dozens of fish with a single throw.把它想象成用矛捕魚和用網(wǎng)捕魚的區(qū)別。用矛捕魚，我們可能捕獲一條魚，或者一條都沒有。但是用網(wǎng)捕魚一次可能會捕到幾十條魚。

So instead of ranking for a single keyword, let's start with a?keyword seed?that grows into a?theme. 所以，與其對單個關(guān)鍵詞排名，不如從成長為主題的關(guān)鍵詞種子開始。

2. Start With A Mighty Seed 從一個強大的種子開始

To begin, you want to discover your "Seed Keywords" to grow your keyword theme. Seed keywords are the basic, typically most obvious phrases.首先，您想發(fā)現(xiàn)您的“種子關(guān)鍵字”以發(fā)展您的關(guān)鍵字主題。種子關(guān)鍵字是基本的，通常是最明顯的短語。

Often, seed keywords are the phrases you "think" you want to rank for. If your shop sells motorcycle lifts, your first seed keyword may then likely be "buy motorcycle lifts."通常，種子關(guān)鍵字是您“認為”要為其排名的短語。如果您的商店銷售摩托車升降機，那么您的第一個種子關(guān)鍵字可能是“buy motorcycle lifts”。

Finding good keyword seeds is often a mix of brainstorming with a bit of research. A good seed answers the following questions:尋找好的關(guān)鍵字種子通常是頭腦風暴和一些研究的結(jié)合。好種子可以回答以下問題：

• What's my website about and/or what do I offer??

• 我的網(wǎng)站是關(guān)于什么的和/或我提供什么？

• What keywords do I?think?I want to rank for?

• 我認為我想為哪些關(guān)鍵字排名？

• What ads would I buy?

• 我會買什么廣告？

Good seeds are typically broad, but not too broad. For example, if you run an ice cream shop, the phrase "ice cream" might seem like a good seed, but it's probably too broad. ("ice cream" can mean many, many things.) A more specific phrase like "ice cream shop" or "ice cream shop Seattle" might work better.好的種子通常很寬，但不會太寬。例如，如果您經(jīng)營一家冰淇淋店，“ice cream”這個詞可能看起來是一個很好的種子，但它可能太寬泛了。（“冰淇淋”可能意味著很多很多東西。）像“ice cream shop”或“ice cream shop Seattle”這樣的更具體的短語可能會更好。

There are typically three good places to find keyword seed.通常有三個好地方可以找到關(guān)鍵字種子。

1. What keywords does my website already rank for?

   我的網(wǎng)站已經(jīng)為哪些關(guān)鍵字排名？

2. What do my competitors rank for?

   我的競爭對手的排名是什么？

3. What do SEO tools reveal about what people search for? (Tools to find seed keywords include?Keyword Explorer?and?Google Keyword Planner)?

   SEO 工具揭示了人們搜索什么？（查找種子關(guān)鍵字的工具包括Keyword Explorer和Google Keyword Planner）

You need at least 1 keyword seed at this stage, but it doesn't hurt to have more, even dozens or hundreds of seeds if you're planning a larger content strategy.在此階段您至少需要 1 個關(guān)鍵字種子，但如果您計劃更大的內(nèi)容策略，擁有更多、甚至數(shù)十或數(shù)百個種子也沒有什么壞處。

3. List It Out: Dream Your Keyword Theme?

列出來：夢想你的關(guān)鍵詞主題

Next, we want to grow our keyword seed into a?keyword theme, comprised of many related keywords grouped together.接下來，我們希望將我們的關(guān)鍵字種子成長為一個關(guān)鍵字主題，由許多相關(guān)的關(guān)鍵字組合在一起組成。

Using keyword themes presents us with much larger opportunities. Instead of ranking for a single Holy Grail keyword, a better goal is to rank for?multiple keywords?focused around a single idea. Done right, the results are amazing.?使用關(guān)鍵字主題為我們提供了更大的機會。更好的目標是對圍繞一個想法的多個關(guān)鍵字進行排名，而不是對單個圣杯關(guān)鍵字進行排名。做得對，結(jié)果是驚人的。

Simply put, the more long-tail keywords our webpage ranks for, the more qualified traffic search engines will send it.簡而言之，我們的網(wǎng)頁排名的長尾關(guān)鍵詞越多，搜索引擎發(fā)送的合格流量就越多。

Creating lists typically involves using a combination of Google and keyword tools (either free or paid) to find all the related keywords to your keyword seeds.創(chuàng)建列表通常需要結(jié)合使用 Google 和關(guān)鍵字工具（免費或付費）來查找與您的關(guān)鍵字種子相關(guān)的所有關(guān)鍵字。

Typically, your list contains keywords with greater?specificity.?Your goal at this stage is to find keywords that are not only specific but also relevant to your business and have enough search volume to justify targeting.?通常，您的列表包含更具體的關(guān)鍵字。您在此階段的目標是找到不僅具體而且與您的業(yè)務相關(guān)并且具有足夠搜索量來證明定位合理的關(guān)鍵字。

For example, if our seed keyword was "motorcycle jacket" we might find the following related keywords.例如，如果我們的種子關(guān)鍵字是“motorcycle jacket”，我們可能會找到以下相關(guān)關(guān)鍵字

Each of these new keywords supports our seed keyword, and gives us a ton of new content ideas. If the related keywords seem like they can support enough traffic, they may even become new seed keywords themselves.這些新關(guān)鍵字中的每一個都支持我們的種子關(guān)鍵字，并為我們提供了大量新的內(nèi)容創(chuàng)意。如果相關(guān)關(guān)鍵詞看起來可以支持足夠的流量，它們甚至可能成為新的種子關(guān)鍵詞。

Here's why this works: by targeting a slightly broader keyword theme comprised of multiple, closely related keywords, our chances of ranking for these keywords actually increases dramatically.?這就是為什么這樣做的原因：通過定位由多個密切相關(guān)的關(guān)鍵字組成的稍微更廣泛的關(guān)鍵字主題，我們對這些關(guān)鍵字的排名機會實際上會大大增加。

4. Leverage The Competition利用競爭

Here's a step many people miss:?ranking for the hidden keywords your competition already ranks for.?這是許多人錯過的一步：對您的競爭對手已經(jīng)排名的隱藏關(guān)鍵字進行排名。

No matter how smart you are, your competitors have already figured out—either by accident or design—which keywords are the most lucrative.無論您多么聰明，您的競爭對手都已經(jīng)發(fā)現(xiàn)（無論是偶然還是設計）哪些關(guān)鍵字最有利可圖。

Instead of finding these lucrative keywords yourself through the long process of trial and error, it's 1000 times easier simply to steal your competitor's intelligence. (Most of the time, stealing is wrong, but we'll let it slide in the case of competitive SEO.)其通過漫長的試錯過程自己找到這些利潤豐厚的關(guān)鍵詞，竊取競爭對手的情報要容易 1000 倍。（大多數(shù)時候，竊取是錯誤的，但在競爭性搜索引擎優(yōu)化的情況下，我們會讓它下滑。）

The basics work like this:基本工作是這樣的：

1. Find the URLs of your competitors that already rank for your target keyword查找已經(jīng)為您的目標關(guān)鍵字排名的競爭對手的網(wǎng)址

2. Find all the?other related keywords?that URL?also?ranks for in Google查找URL也在Google 中排名的所有其他相關(guān)關(guān)鍵字

These other related keywords are gold.?這些其他相關(guān)的關(guān)鍵字是黃金。

Unfortunately, Google won't directly tell you what your competitors rank for, but a handful of 3rd party SEO tools do exactly that, making the work much easier. Here's what this data looks like in?Keyword Explorer.不幸的是，谷歌不會直接告訴你你的競爭對手的排名，但少數(shù)第三方 SEO 工具正是這樣做的，使工作變得更容易。以下是這些數(shù)據(jù)在Keyword Explorer 中的樣子。

5. Finding Diamonds in the Google Rough在谷歌原石中尋找鉆石

At this point, we likely have dozens or perhaps hundreds or thousands of potential keywords to work with.在這一點上，我們可能有幾十個甚至成百上千個潛在的關(guān)鍵字可以使用。

The magic is choosing?exactly the right?keywords to target and build content around.神奇的是選擇正確的關(guān)鍵字來定位和構(gòu)建內(nèi)容。

Sorting and filtering keywords is an art in and of itself, but the basic requirements we want to meet are roughly:關(guān)鍵詞的排序和過濾本身就是一門藝術(shù)，但我們想要滿足的基本需求大致是：

• Does the keyword have sufficient?search volume?

  關(guān)鍵字是否有足夠的搜索量？

• Is this keyword?relevant?to my business?

  此關(guān)鍵字與我的業(yè)務相關(guān)嗎？

• Can I create compelling content around this keyword that's?better than anything else out there?我可以圍繞這個關(guān)鍵字創(chuàng)建比其他任何東西都更好的引人入勝的內(nèi)容嗎？

• Can I?actually rank?for this keyword?我真的可以為這個關(guān)鍵字排名嗎？

The last question may be the most difficult to answer, but it's also one of the most important. Certain topics, such as?medical and financial queries, can be especially challenging to rank for in Google.最后一個問題可能是最難回答的，但也是最重要的問題之一。某些主題，例如醫(yī)療和財務查詢，在 Google 中排名特別具有挑戰(zhàn)性。

PRO TIP: KEYWORD DIFFICULTY專業(yè)提示：關(guān)鍵字難度

One of the easiest ways to find out if you can rank for a keyword is to find the keyword difficulty score of your target keyword. Compare this number to the keywords with the highest difficulty score you already rank.?More details here.確定您是否可以為關(guān)鍵字排名的最簡單方法之一是找到目標關(guān)鍵字的關(guān)鍵字難度分數(shù)。將此數(shù)字與您已經(jīng)排名的具有最高難度分數(shù)的關(guān)鍵字進行比較。更多細節(jié)在這里。

6. Creating Value創(chuàng)造價值

Want to know the absolute worst phrase in marketing?想知道營銷中最糟糕的詞組嗎？It's "SEO content."?它是“SEO 內(nèi)容”。

Far too many people think of content as a commodity: something predictably produced completely separated from the potential value it creates for end users.太多人認為內(nèi)容是一種商品：可預見的生產(chǎn)與它為最終用戶創(chuàng)造的潛在價值完全分離的東西。

Content without value is spam.沒有價值的內(nèi)容是垃圾。

If you want to rank—if you really want to rank—you need to understand this question:如果你想排名——如果你真的想排名——你需要理解這個問題：

How is your content better than the content that currently ranks for your keyword?您的內(nèi)容如何比當前為您的關(guān)鍵字排名的內(nèi)容更好？

Because if your content doesn't satisfy the user in a?superior way?to content that already exists, why would Google rank you higher?因為如果你的內(nèi)容不能以比現(xiàn)有內(nèi)容更好的方式滿足用戶，為什么谷歌會給你更高的排名？

Starting with your keyword theme,?ask first how you can create value.從關(guān)鍵字主題開始，首先詢問如何創(chuàng)造價值。

Value takes many forms. While Google provides?clues?and?guidelines?about how they evaluate content, it typically includes a mix of utility, trust, authority, and user experience. In short, you want your website to be the one that?most completely satisfies?the user for their given keyword.價值有多種形式。雖然谷歌提供了關(guān)于他們?nèi)绾卧u估內(nèi)容的線索和指南，但它通常包括實用性、信任、權(quán)威和用戶體驗的組合。簡而言之，您希望您的網(wǎng)站成為最能滿足用戶給定關(guān)鍵字的網(wǎng)站。

Making your content the absolute best not only helps satisfy your users, but it also helps?build links, improves?user engagement, and?protects against future algorithmic changes.使您的內(nèi)容絕對是最好的不僅有助于滿足您的用戶，而且還有助于建立鏈接、提高用戶參與度并防止未來的算法更改。

How do we create value? We begin by figuring out?intent.我們?nèi)绾蝿?chuàng)造價值？我們首先弄清楚意圖。

7. Detect Intent: Form & Function檢測意圖：形式和功能

Here's where a lot of people stumble: You take your keyword and create content around it—maybe you create a blog post, maybe a shopping page—before you?really understand what people are looking for with that keyword.很多人都在這兒絆倒了：在您真正了解人們使用該關(guān)鍵字尋找什么之前，您使用關(guān)鍵字并圍繞它創(chuàng)建內(nèi)容——也許您創(chuàng)建了一篇博文，也許是一個購物頁面。

This is known as?intent.這稱為意圖。

Guessing at intent is like gambling. You may think you know what people want, but unless you verify, it's like throwing darts blindfolded.猜測意圖就像賭博。你可能認為你知道人們想要什么，但除非你驗證，否則就像蒙著眼睛扔飛鏢一樣。

Google's job is to give people web results that satisfy their questions, so if you don't satisfy intent, you'll likely not rank very well for very long.谷歌的工作是為人們提供滿足他們問題的網(wǎng)絡結(jié)果，所以如果你不滿足意圖，你很可能在很長一段時間內(nèi)都不會獲得很好的排名。

Fortunately, there's a dead-simple way of determining keyword intent: search Google for your keyword phrase, and determine:幸運的是，有一種非常簡單的方法可以確定關(guān)鍵字意圖：在 Google 上搜索您的關(guān)鍵字詞組，然后確定：

1. What kind of pages are already ranking什么樣的頁面已經(jīng)排名

2. The common elements of each page, e.g. images, videos, shopping, etc每個頁面的共同元素，例如圖片、視頻、購物等

3. What Google lists as "related searches"?Google 列為“相關(guān)搜索”的內(nèi)容

Google has already tested your keyword across thousands or millions of searches, so they have a pretty good idea of what people are looking for.Google 已經(jīng)在數(shù)千或數(shù)百萬次搜索中測試了您的關(guān)鍵字，因此他們非常了解人們正在尋找什么。

For example, if our keyword phrase was "easter hats", we could write another blog post about easter hats, or we could examine what Google currently ranks:例如，如果我們的關(guān)鍵字詞組是“復活節(jié)帽”，我們可以寫另一篇關(guān)于復活節(jié)帽的博文，或者我們可以檢查谷歌目前的排名：

From this, we see that Google determines the search intent of "easter hats" to be:由此可知，谷歌將“復活節(jié)帽”的搜索意圖確定為：

1. Images?of Easter hats?復活節(jié)帽子的圖片

2. Shopping?for Easter hats?商場復活節(jié)帽子

3. Related searches about?Easter bonnets關(guān)于復活節(jié)帽子的相關(guān)搜索

If we wanted to rank for this keyword, we would be wise to create content that delivered on these elements. We would learn even more from diving into the individual pages themselves.如果我們想為此關(guān)鍵字排名，我們最好創(chuàng)建基于這些元素的內(nèi)容。通過深入研究各個頁面本身，我們會學到更多。

But is it enough to simply copy the form of these pages, and deliver answers that are just as good? No, no, no! There is a better way...但是僅僅復制這些頁面的形式并提供同樣好的答案就足夠了嗎？不不不！有一個更好的方法...

8. Be The Last Click成為最后一次點擊

Number 8 on the checklist seems like a small thing, but it makes a world of difference.清單上的數(shù)字 8 看起來是一件小事，但它卻讓世界大不相同。

Be the?absolute best result?for your keyword query.成為您關(guān)鍵字查詢的絕對最佳結(jié)果。

Sounds simple in theory, but literally all of your competition is trying to be the best as well, and?there can be only one.理論上聽起來很簡單，但實際上，您的所有競爭對手也都在努力做到最好，而且只能有一個。

What does it mean to be the absolute best result? We'll cover a few techniques, but the ultimate goal is this:絕對最好的結(jié)果是什么意思？我們將介紹一些技術(shù)，但最終目標是：

Be the last click.成為最后一次點擊。

In other words, make sure when people search for your keyword—and they eventually find you—you are the last result they need to click. You provide such good information, they have no need to go back and click any other result. You may not be the first result they click (although that helps too) but you'll definitely be the last. Let's repeat that.換句話說，確保當人們搜索您的關(guān)鍵字并最終找到您時，您是他們需要點擊的最后一個結(jié)果。您提供了如此好的信息，他們無需返回并單擊任何其他結(jié)果。您可能不是他們點擊的第一個結(jié)果（盡管這也有幫助），但您肯定會是最后一個。讓我們重復一遍。

Be the last click.成為最后一次點擊。

Which begs the question, how do you become the last click? The answer varies from query to query, and mixes a little bit of art and science, but to be the last click there are a number of check boxes you want to tick:這就引出了一個問題，你如何成為最后一次點擊？答案因查詢而異，并混合了一點藝術(shù)和科學，但要進行最后一次點擊，您需要勾選許多復選框：

1. Match?user intent, in form and style ??匹配用戶意圖，形式和風格

2. Provide more?complete?information提供更完整的信息

3. Be?authoritative?是權(quán)威

4. Offer a better and/or unique experience, e.g. design, UX, speed?提供更好和/或獨特的體驗，例如設計、用戶體驗、速度

We've touched on user intent, so let's cover?completeness.?我們已經(jīng)談到了用戶意圖，所以讓我們來介紹一下完整性。

9. Why Completeness Beats Length為什么完整性勝過長度

"500 words, or 2000 words? That is the question."“500字，還是2000字？這是個問題?！?/span>

Sorry, Shakespeare, that's actually?not?the question.對不起，莎士比亞，這實際上不是問題。

The idea of content?length?arises in SEO quite often. "How long should your content be?"內(nèi)容長度的概念經(jīng)常出現(xiàn)在 SEO 中?！?/span>你的內(nèi)容應該有多長？”

Part of the reason is that multiple studies over the years consistently show that, on average, longer content tends to perform better in Google than shorter content. But smart SEOs believe that the reason this content performs better is not that it's longer, but because it actually offers more?completeness.部分原因是多年來的多項研究一致表明，平均而言，較長的內(nèi)容在谷歌中的表現(xiàn)往往優(yōu)于較短的內(nèi)容。但聰明的 SEO 認為，這些內(nèi)容表現(xiàn)更好的原因不是它更長，而是因為它實際上提供了更多的完整性。

What is "complete" content? This is content that:什么是“完整”內(nèi)容？這是內(nèi)容：

1. Completely satisfies?a user's search query (again, "be the last click")

   完全滿足用戶的搜索查詢（再次，“成為最后一次點擊”）

2. Offers?supporting evidence

   提供支持證據(jù)

3. Answers additional?related questions?to the user's search query

   回答用戶搜索查詢的其他相關(guān)問題

4. Is?authoritative?(in other words, gives the user a reason to trust the information)具有權(quán)威性（換句話說，給用戶一個信任信息的理由）

5. Provides quality?supplemental content?to support the main content?提供優(yōu)質(zhì)補充內(nèi)容以支持主要內(nèi)容

From Google's perspective, there are several reasons why more complete content may perform better. We won't dive into?all the science?and details here, but a simplification may be that:從 Google 的角度來看，更完整的內(nèi)容可能表現(xiàn)更好的原因有很多。我們不會在這里深入研究所有的科學和細節(jié)，但可以簡化一下：

• Google constantly works to figure out what your content is "about." More complete content makes this job easier.

• 谷歌不斷努力找出您的內(nèi)容“關(guān)于”什么。更完整的內(nèi)容使這項工作更容易。

• More complete content tends to satisfy users.

• 更完整的內(nèi)容往往會讓用戶滿意。

To make our content more complete, and to appease the Google gods, we're going to?answer all the user's questions. Read on!為了讓我們的內(nèi)容更加完整，也為了安撫谷歌大神，我們將回答用戶的所有問題。繼續(xù)閱讀！

10. Smart Topic Modeling (Without A Computer)智能主題建模（無需電腦）

A huge hunk of Google's job is simply spent trying to figure out what your content is "about." This is easy for humans, but hard for computers. To accomplish this, they employ a lot of?advanced techniques?like Natural Language Processing (NLP), phrased-based indexing, and machine learning.谷歌的大量工作只是花在試圖弄清楚你的內(nèi)容“關(guān)于”什么。這對人類來說很容易，但對計算機來說卻很難。為了實現(xiàn)這一目標，他們采用了許多高級技術(shù)，如自然語言處理 (NLP)、基于短語的索引和機器學習。

Fortunately, you don't need a bank of computers to optimize your content around a particular subject. (Though if you have the budget, there are plenty of?good software companies?that can deliver this service for you.)幸運的是，您不需要大量計算機來圍繞特定主題優(yōu)化您的內(nèi)容。（盡管如果您有預算，有很多優(yōu)秀的軟件公司可以為您提供這項服務。）

If your aim is to make your content more complete, a basic process to implement might resemble:如果您的目標是使您的內(nèi)容更加完整，那么實施的基本流程可能類似于：

1. Focus on you primary topic (keyword) in your:專注于您的主要主題（關(guān)鍵字）：

• Title tag

• URL

• Page Title

• Main Content of the page

• Images and/or video

On the last note, it's typically ideal to link internally to one of your own pages if you can, but don't be afraid to link to other websites. Remember, you want to?be the last click?so users don't have to go back to Google. When users get the answer from you (even when it's a link) you become more of an authority.最后一點，如果可以，最好在內(nèi)部鏈接到您自己的一個頁面，但不要害怕鏈接到其他網(wǎng)站。請記住，您希望成為最后一次點擊，這樣用戶就不必返回 Google。當用戶從你那里得到答案時（即使它是一個鏈接），你就變得更有權(quán)威了。

When done correctly, your research up to this point should help you create a page that thoroughly satisfies a user's query through complete content.如果正確完成，您到目前為止的研究應該可以幫助您創(chuàng)建一個頁面，通過完整的內(nèi)容完全滿足用戶的查詢。

11. E-A-T Your Authority吃你的權(quán)威

Aside from content itself, Google employs a number of ranking signals to determine how authoritative and trustworthy a site is.除了內(nèi)容本身，谷歌還使用了許多排名信號來確定一個網(wǎng)站的權(quán)威性和可信度。

While this is especially true for medical and transactional sites (YMYL - Your Money or Your Life), in general Google holds all sites to certain "quality" standards - including yours!雖然這對于醫(yī)療和交易網(wǎng)站（YMYL - 你的錢或你的生活）尤其如此，但一般來說，谷歌讓所有網(wǎng)站都符合某些“質(zhì)量”標準——包括你的！

Google's?Search Quality Guidelines?are filled with information about how Google wants to judge "quality." Many of these standards are not easy to control when creating your content (e.g. third-party reviews about you on other sites.)Google 的搜索質(zhì)量指南充滿了有關(guān) Google 如何判斷“質(zhì)量”的信息。在創(chuàng)建您的內(nèi)容時，這些標準中的許多都不容易控制（例如，在其他網(wǎng)站上關(guān)于您的第三方評論）。

That said, many of these "trust and authority signals" are certainly within your control, including the editorial standards of your writing. For this reason, it's good to review the questions Google has published for website owners in regards to its?Panda?algorithms and?E-A-T?guidelines. Questions which include:也就是說，許多這些“信任和權(quán)威信號”肯定在您的控制范圍內(nèi)，包括您寫作的編輯標準。因此，最好查看一下 Google 為網(wǎng)站所有者發(fā)布的有關(guān)Panda算法和EAT指南的問題。問題包括：

• Would you trust the information presented in this article?

• 您會相信本文中提供的信息嗎？

• Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?

• 這篇文章是由熟悉主題的專家或愛好者撰寫的，還是性質(zhì)更淺？

• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?

• 該網(wǎng)站是否有關(guān)于相同或相似主題的重復、重疊或冗余文章，但關(guān)鍵字變體略有不同？

• Is the content free from spelling or stylistic issues?

• 內(nèi)容是否沒有拼寫或文體問題？

• Was the content produced well, or does it appear sloppy or hastily produced?

• 內(nèi)容制作得好，還是顯得草率或草率制作？

For what it's worth, most professional SEOs don't believe these questions represent "hard" ranking factors (e.g. Google doesn't have an explicit "authority" score.) One hypothesis is that these qualities are scored and fed into a machine learning model, which then evaluates your content.就其價值而言，大多數(shù)專業(yè) SEO 不相信這些問題代表“硬”排名因素（例如，谷歌沒有明確的“權(quán)威”評分。）一種假設是，這些品質(zhì)會被評分并輸入機器學習模型，然后評估您的內(nèi)容。

Regardless, at this point you have all the tools you need to create high-quality content.無論如何，此時您擁有創(chuàng)建高質(zhì)量內(nèi)容所需的所有工具。

12. CTR Starts Here: Be The First Click點擊率從這里開始：成為第一次點擊

Remember in step 8 when we said you want to be the last click (that a user needs)? Here, we offer complimentary advice which works hand-in-hand with that tip:還記得在第 8 步中我們說您希望成為最后一次點擊（用戶需要）嗎？在這里，我們提供免費建議，這些建議與該技巧密切相關(guān)：

Be the first click, too.也是第一次點擊。

When presented with a page of search results, users make decisions about what to click in milliseconds. You might rank #1, #4, or #7, but you still want to attract as many clicks as possible. This is known as improving your click-through rate (CTR.)當看到一頁搜索結(jié)果時，用戶會在幾毫秒內(nèi)決定點擊什么。您可能排名 #1、#4 或 #7，但您仍然希望吸引盡可能多的點擊。這稱為提高點擊率 (CTR)。

While there's contradictory evidence as to whether or not Google uses clicks in its search results as a ranking factor, there's plenty of evidence to suggest that they do, including a?Google patent?that explains exactly how they might do it.雖然關(guān)于谷歌是否將其搜索結(jié)果中的點擊次數(shù)用作排名因素存在矛盾的證據(jù)，但有大量證據(jù)表明他們確實這樣做了，包括谷歌專利，該專利準確地解釋了他們可能如何做到這一點。

But honestly, it doesn't matter if clicks are an actual ranking signal or not, because more clicks means more qualified traffic,?one way or another. This is the goal, right?但老實說，點擊是否是實際排名信號并不重要，因為更多的點擊意味著更多的合格流量，不管怎樣。這是目標，對吧？

Google gives you 4-5 primary levers to influence CTR:Google 為您提供了 4-5 個影響點擊率的主要杠桿：

1. Titles

2. Meta Description

3. Rich Snippets

4. URLs / Breadcrumbs

5. In some cases, image and video results

For most sites,?titles?are typically the most influential factor you can leverage to influence CTR, followed by rich snippets (if you can get them.) Google displays a title for every page, and nearly every searcher at least glances at them before clicking.對于大多數(shù)網(wǎng)站，標題通常是您可以用來影響點擊率的最有影響力的因素，其次是豐富的摘要（如果您可以獲取它們）。Google 會為每個頁面顯示一個標題，幾乎每個搜索者在點擊之前至少都會瀏覽一下。

We won't cover each element in detail here, but earning as many clicks as possible by optimizing these elements will go a long way. Each of the resources below should help to improve your CTR, and ultimately, your traffic.?我們不會在此處詳細介紹每個元素，但通過優(yōu)化這些元素來獲得盡可能多的點擊將大有幫助。以下每個資源都應該有助于提高您的點擊率，并最終提高您的流量。

• Advanced Title Tag Optimization (Webinar)

• 高級標題標簽優(yōu)化（網(wǎng)絡研討會）

• Google's Rich Snippet Gallery

• Meta Description Best Practices

• 15 Best Practices for URLs

13. On-Page: Master the Basics掌握基礎知識

Entire chapters could be written about on-page optimization (and we have!)整個章節(jié)都可以寫關(guān)于頁面優(yōu)化

In truth—and this may seem counterintuitive—most of the time,?you don't need to sweat the details. Don't get us wrong, on-page SEO is very, very important. But if you've followed the steps up to this point you've already covered most of the basics!事實上——這可能看起來有悖常理——在大多數(shù)情況下，你不需要擔心細節(jié)。不要誤會我們的意思，頁面搜索引擎優(yōu)化非常非常重要。但是，如果您已經(jīng)按照步驟進行到這里，您就已經(jīng)涵蓋了大部分基礎知識！

If you're new to SEO, you should absolutely make sure your website is friendly to search robots such as Googlebot. You can do this easily with online tools such as?Hubspot's Website Grader?or?Moz's On-Page Grader, for example.如果您是 SEO 新手，您絕對應該確保您的網(wǎng)站對 Googlebot 等搜索機器人友好。例如，您可以使用Hubspot 的網(wǎng)站分級器或Moz 的頁面分級器等在線工具輕松完成此操作。

And if you use Wordpress, plugins such as?Rankmath?will do a lot of the heavy SEO lifting for you.如果您使用 Wordpress，Rankmath等插件將為您完成大量繁重的 SEO 工作。

We'll cover a few more salient aspects of on-page SEO in this guide, but if you find yourself unfamiliar with this topic, we highly recommend the following resources:我們將在本指南中介紹頁面 SEO 的一些更突出的方面，但如果您發(fā)現(xiàn)自己不熟悉該主題，我們強烈推薦以下資源：

• A Visual Guide to Keyword Targeting and On-Page SEO

• On-Page SEO for 2019 (and beyond!)

• The Web Developer's SEO Cheat Sheet?(below)
  

14. Schema?All The Things架構(gòu)所有事物

We want to take a moment to give?schema markup?its own callout. If content is king (or preferably, queen) then?schema is certainly the crown prince of on-page SEO.我們想花點時間給模式標記自己的標注。如果內(nèi)容為王（或者最好是王后），那么架構(gòu)肯定是頁面 SEO 的王儲。

Schema, while it doesn't appear on page for the user, is important for two very significant reasons:架構(gòu)雖然不會出現(xiàn)在用戶的頁面上，但由于兩個非常重要的原因而很重要：

1. As additional content, it can?help Google understand your page, thereby giving you a potential ranking boost in some circumstances.?作為附加內(nèi)容，它可以幫助 Google 了解您的頁面，從而在某些情況下為您提供潛在的排名提升。

2. Schema can help you win a variety of?rich snippets, further boosting your CTR??Schema可以幫助您贏得各種豐富的片段，進一步提高您的點擊率

To be clear, schema itself isn't a Google ranking factor. This means that you shouldn't expect a rankings boost simply because you added schema to your page.需要明確的是，架構(gòu)本身并不是 Google 排名因素。這意味著您不應該僅僅因為向頁面添加架構(gòu)而期望排名提升。

That said, schema can?help?you to rank. Multiple?studies?have demonstrated this. Think of it as?additional content?that search engines can read, that also help it understand what your content is about.?也就是說，模式可以幫助您進行排名。多項研究證明了這一點。將其視為搜索引擎可以閱讀的附加內(nèi)容，這也有助于它了解您的內(nèi)容是關(guān)于什么的。

At a minimum you should include standard schemas like?Article?and?Local Business?(if appropriate), but even more so you should consider schema to?help earn your site rich snippets. Chief among these are:至少您應該包括標準架構(gòu)，如文章和本地業(yè)務（如果適用），但更重要的是，您應該考慮架構(gòu)來幫助您獲得網(wǎng)站豐富的片段。其中主要有：

• Breadcrumb

• Event

• FAQ

• How-To

• Video

• … and more.?Check out Google's list.

15. Make it Fast, Make it Sing讓它快速，讓它唱歌

Aside from content itself, how the user?experiences your page?can hugely influence rankings as well. Google calls these official ranking factors?page experience signals, and include:除了內(nèi)容本身，用戶對頁面的體驗也會對排名產(chǎn)生巨大影響。谷歌將這些官方排名因素稱為頁面體驗信號，包括：

• Core Web Vitals (i.e.?page speed)?（即頁面速度）

• Mobile Friendliness?移動友好

• Safe Browsing 安全瀏覽

• HTTPS?

• Intrusive Interstitial (i.e. avoid aggressive popups)?侵入性插頁式廣告（即避免攻擊性彈出窗口）

Understand that having these qualities won't give you a big boost (for the most part.) Instead, these days they are simply table stakes, or the cost of admission. Having a mobile-friendly website is almost a requirement, and aggressive pop-ups are certain to put your rankings at risk.?了解擁有這些品質(zhì)不會給您帶來很大的提升（在大多數(shù)情況下）。相反，如今它們只是賭注或入場費。擁有一個適合移動設備的網(wǎng)站幾乎是必需的，而激進的彈出窗口肯定會使您的排名處于危險之中。

The one exception to this is?speed. While website speed is admittedly only a minor ranking factor for most sites, it can exert?outsized influence?on several other factors, and the user experience itself. For example, page speed can?significantly impact?both bounce rate and conversion rates (even when rankings remain stable.)一個例外是速度。雖然網(wǎng)站速度對于大多數(shù)網(wǎng)站來說只是一個次要的排名因素，但它可以對其他幾個因素以及用戶體驗本身產(chǎn)生巨大的影響。例如，頁面速度會顯著影響跳出率和轉(zhuǎn)化率（即使排名保持穩(wěn)定。）

翻譯來源：https://moz.com/how-to-rank